In 2024, two of the most powerful forces in global culture converged: Wicked and the Paris Olympic Games. This was more than a partnership, it was a cultural moment where the magic of entertainment met the triumph of athleticism, redefining what spectacle could mean. For NBCUniversal, these were not only two of the biggest cultural touchstones of the year, but also two of its greatest priorities. Paris marked the first Summer Olympics since the height of the pandemic, a long-awaited return to Europe, and a chance to relaunch the Games with fresh energy. The host city of Paris became a star itself as the City of Light transformed into an Olympic stage across its most iconic landmarks including the Eiffel Tower, the Palace of Versailles, and the Seine, among others. To meet that level of spectacle, NBCU turned to culture and entertainment — launching the global journey of Wicked.